Elon Musk is looking to quickly boost Twitter Inc.’s revenue by embracing subscriptions, aiming to make the social-media company less dependent on digital ads as Madison Avenue signals a cautious stance toward the site after the billionaire’s takeover.
Mr. Musk has been saying since before completing his $44 billion takeover of Twitter that it needs to rely less on the digital advertising dollars that account for nearly 90% of its total sales. Twitter and its competitors have considered or dabbled with subscriptions as an additional revenue source, but they haven’t yet amounted to sizable income for most companies.
